Clothing Store Case Study

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29/1/2009

Executive Summary:

This work is an introduction to the fashion industry of Pakistan which has made quite a lot of progress in just a few years. Ten to fifteen years from now, this industry was still unknown to actually exist to the masses. Later with the formation of fashion councils and education centers under the enthusiastic few who wanted to make a difference and promulgate this very institution of fashion, did the very fashion industry took its concrete contour from the old tailor culture that formerly existed. Today it is one of the most progressing industries in the country.

The fashion industry too, is influenced by external forces be they social, political, economic, technological or even competitive, which serve as a main driver for this industry. Moreover, relations with stakeholders - mainly suppliers, distributors and customers, and the strength and width of its competitors also define activities in the business. However, the relative strength of impact of these external factors on the industry varies (as in every industry) and is computed with analytical tools like PEST-C analysis and Porter’s five forces model.

Nonetheless, fashion industry assures new arenas of growth and development; new opportunities for employment. This industry promises a different national projection that is serene and contemporary.

Later, an extensive internal analysis of the company of concern is carried out, which in this piece of work is Maria B.

Maria. B. is one of the most well renowned brands of Pakistan. A company formed to revolutionize the tailor-culture of apparel making in our society. Maria B. is a brand that reaches to all sectors of both the traditional and urban female fashion demand through a unique combination of pricing and the diversity in the fashion lifestyles that she offers.

She is the only designer to have all the needs of different segments of the woman’s demographic covered under one roof. (Randhawa) She has been adopted by the modern Pakistani women along with the hip crowd as the latest cult label in recent years. This country previously never witnessed a true international prêt-a-porter collection before Maria’s infamous “Paris Collection” in 2001. Her clothes are a reflection of her own style. (Fashion Avenue Quarterly, 2003)

The top student from the first batch of graduates from the Pakistan School of Fashion Design, Maria was selected in 1997 to represent Pakistan at the international competition in Belgium, Europe called ‘Les Etoiles de la mode’, an annual young designers award. She made a major international media impact, and was the first Pakistani fashion designer who created awareness of Pakistani Fashion on the world circuit, when she finished top 3 in the final rankings amongst 22 participating countries including global fashion giants like, France, Italy, Japan, and U.S.A.

A media darling of the local press, Maria B. opened her first outlet in 1998 in DHA Commercial Block, Lahore at a time when her peers and seniors were still operating from their homes, or at rented houses. Today, Maria B is immensely successful and is the largest selling brand under a fashion designer’s label in Pakistan. (Randhawa)

Her lines are so exquisite and Maria considers them her strength. With her financial strength and international presence, Maria B intends to bring a change in the local fashion industry.

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Introduction:

Fashion in itself is a very abstract term yet it embraces our everyday lives. The term has many different definitions and interpretations. According to The American Heritage College Dictionary, fashion is: the prevailing style or custom, as in dress or behavior; something, such as a garment, that is in the current mode; the style characteristic of the social elite. (Forbes Inc., 1997).

Fashion is an extension of self, an expression of individuality, of art and modernism. It has no borders or divides. Its...
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